Study Shows Some Consumers Love the Clothes, Hate the Logo

Lucas Schifres/Getty Images(COLUMBIA, Mo.) — The bigger, the better doesn’t apply to the logos of clothing brands for a lot of consumers.
 
University of Missouri doctoral candidate Eunjin Kim acknowledges that many people wear brands like Coach or Gucci because they’re considered prestigious.
 
However, there’s also a segment of society who, while they like these clothes, also wants to keep a low-profile because they’re sensitive to how people see them.
 
Kim says that consumers who fall into this category will actually chose lesser-known clothing brands that feature smaller logos.
 
“Our findings indicate that in making their brand choices, many consumers are willing to sacrifice distinctiveness and individuality in order to reduce the possibility of disapproval by others,” according to Kim.
 
Because of this, Kim says that less-prestigious brands might be able to use this information to their favor by shrinking their logos.
 
However, Kim also points out that makers of the most highly-regarded fashions shouldn’t be too concerned because there are plenty of others who are more than happy to wear clothing with large logos.

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